2021, Vol. 6, No. 1. - go to content...

Permanent address of this page - https://kostumologiya.ru/en/08ivkl121.html

Метаданные этой статьи так же доступны на русском языке

Full article in PDF format (file size: 1.2 MB)

For citation:

Pallotta V.I., Sichkar T.V. Design, touch branding and fashion retail. Journal of Clothing Science. 2021; 6(1). Available at: https://kostumologiya.ru/PDF/08IVKL121.pdf (in Russian).

Design, touch branding and fashion retail

Pallotta Valentina Ivanovna
Moscow international university, Moscow, Russia
Institute of world civilizations, Moscow, Russia
E-mail: Pallotta@yandex.ru
ORCID: https://orcid.org/0000-0002-6878-5065
РИНЦ: https://elibrary.ru/author_profile.asp?id=970729
Researcher ID: https://www.researcherid.com/rid/O-4562-2017

Sichkar Tatyana Valentinovna
Institute of world civilizations, Moscow, Russia
E-mail: ditava1@mail.ru

Abstract. The authors of the article investigate the relationship between design and sensory branding in fashion retail, trying to answer the questions – how much the visual channel of information forms perception and what is the role of our unconscious in this process. To what extent the results of sensor marketing research can or should be applied in project design activities. The authors refer to non-standard approaches to management in the field of marketing activities as sensory branding, which is actively included in the practice of marketers. It has been established that fashion retail operators are beginning to actively improve the service and entertainment components, including target positioning, using advertising design, neuromarketing, and touch branding for this. This is due to the mechanisms of using the features of perception, focusing the consumer’s attention on certain incoming sensory information. A person can see, hear, feel, taste and smell both pronounced and not noticeable, very subtle sensory stimuli at the same time, consciously or subconsciously. The question of how consciously or unconsciously these incentives are used by designers and marketers remains controversial.

Keywords: design; advertising; sensory branding; semiotics; visual communication; fashion retail

Download article in PDF format